TLDRs:
- Global smartphone shipments rose 2.6% in Q3 2025, fueled by premium and AI-enabled devices.
- Samsung led global shipments with 61.4 million units, recording its strongest September quarter.
- Apple’s iPhone 17 series saw record pre-orders, boosting its quarterly performance.
- Analysts predict continued growth through 2025 thanks to AI features and promotions.
Global smartphone shipments grew 2.6% year-on-year in the third quarter of 2025, reaching 322.7 million units, according to preliminary data from the International Data Corporation (IDC).
The growth marks a rebound in a market that has weathered economic uncertainty and global trade challenges over the past several quarters. Analysts attribute the increase to rising consumer interest in premium devices and smartphones featuring advanced AI capabilities.
“The smartphone market continues to show resilience, posting solid growth despite persistent economic and trade headwinds,” said Nabila Popal, Senior Research Director for Worldwide Client Devices at IDC.
Samsung Maintains Market Leadership
Samsung retained its position as the world’s top smartphone vendor, shipping 61.4 million units in Q3, marking its strongest September-quarter performance to date.
The company’s Galaxy Z Fold 7 and Z Flip 7 models have helped revitalize interest in foldable devices, outperforming their predecessors and capturing consumer attention globally.
Apple followed closely behind, shipping 58.6 million units during the same period. The iPhone 17 lineup experienced unprecedented demand, with pre-orders surpassing those of previous generations and contributing to Apple’s highest-ever quarterly shipment figures.
AI and Innovation Shape Consumer Choices
Analysts note that beyond brand loyalty, the surge in shipments is being driven by advanced AI features and next-generation display and camera technologies.
Consumers are increasingly drawn to devices that integrate AI-powered personal assistants, improved photography capabilities, and enhanced security features.
“Premium smartphones with AI functionality are now defining the market, particularly in mature regions such as the U.S., Western Europe, and parts of Asia,” said Francisco Jeronimo, Vice President for Client Devices at IDC.
These trends indicate that the premium segment will continue to expand, reshaping expectations for what consumers seek in modern devices.
Growth Outlook Remains Positive
Looking ahead, IDC expects the smartphone market to maintain its upward trajectory through the remainder of 2025. Factors such as aggressive holiday promotions, continuous device innovations, and enhanced AI integration are likely to sustain demand. Analysts predict that the market may be entering a new cycle dominated by premium-led growth, with consumers increasingly prioritizing advanced features and personalized experiences.
“The current growth cycle signals a shift toward innovation-driven demand, where AI, foldable designs, and premium offerings set the pace for the industry,” added Popal.
As the smartphone market rebounds, industry watchers see strong opportunities for vendors that can blend cutting-edge technology with flexible pricing strategies. With AI features becoming a standard expectation and foldable devices gaining momentum, 2025 may be remembered as the year the smartphone market embraced a new era of premium innovation.
